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Shoppers Prefer to Checkout on Desktop vs Mobile

Yahoo’s Aabaco Small Business unit posted the following data about holiday shopping behavior on the company’s blog last week:

The busiest shopping days of the holiday season are behind us – so how did customers shop online? Last month, Yahoo’s Aabaco Small Business team shared a breakdown of the devices, operating systems, and browsers used by customers when analyzing 60 million checkout server requests.

Last week, we took a look at checkouts that happened specifically during the shopping period from Black Friday to Cyber Monday to see if there were any big changes in how people shopped over the holiday weekend.

Overall, customers’ checkout habits last weekend mirror our original data, reinforcing that while it’s important to make sure your site is mobile friendly, you can’t forget that many still prefer to checkout from a computer.

When looking at devices used last weekend, there was a slight increase in mobile checkouts: 40% happened from a mobile device during the holiday shopping weekend, compared to 34% earlier this year. That said, desktop/laptop continued to be the overall preferred device by customers, with 59% of checkouts happening on a computer during Black Friday to Cyber Monday (that was down a bit from the original study).

When analyzing browser use, Safari was up slightly (33% compared to 29%), while Chrome wasn’t as popular with customers during this shopping weekend (27% compared to 30%).

There were slight shifts when breaking down operating system use: Windows dropped from 50% to 44%, while iOS jumped from 22% to 26%.

After reading through this data, Aabaco merchants might be interested in knowing how your customers shopped last weekend. We’ve got you covered! Head to the Insights tab on the Live Insights page – there you’ll find three graphs labeled “new” that will give you a breakdown of the type of devices you get the most revenue from, the type of devices you get the most orders from, and the device type and browser your customers use when visiting your site.

Source: Yahoo Aabaco Small Business Blog Post

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.